The microsite along with Facebook would serve as a hub for the campaign event. It is centered around the key message, being competitive. On the mircosite participants can register for a race and be match up against someone with similar or exact racing PR's. Then they can chose from a series of pre-existing messages to get in the spirit of competition. It's just a simple but fun way to get people involved where they can see if anyone on the opposite side of the US has their same race time.

The interactive component would entice people to register for the race and to share their results on Facebook for their friends to see.